Add to ORKGBook synopsis: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in...
Purpose: The goal of this study is to see if there are any relationships between digital influencer...
The way of doing marketing has substantially changed in the digital age. This change represented the...
The purpose of this study is to demonstrate how social media might affect the present expansion of m...
The proliferation of digital media, together with increasingly mobile internet connectivity, has arg...
In today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude ...
In an interview, Paul Geddes, CEO of Direct Line outlines his thoughts on how branding has changed s...
The changes have brought us a new age – “the digital age” and this age has brought us some new chall...
The branding of a business is increasingly done through digital channels, mainly social media. In th...
In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultiv...
Book synopsis: Brand management is firmly established as a core business and marketing activity. The...
Technology is proving to be both an enabler and a disabler as far as meaningful and effective brand ...
Focusing on digital marketing brand managers have to focus on current and future customer demands an...
The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly chang...
M.A. (Strategic Communication)Abstract: The role of brands in the digital age is to innovate their b...
In recent years, an increasingly technological and digital world, with new opportunities and commu...
Purpose: The goal of this study is to see if there are any relationships between digital influencer...
The way of doing marketing has substantially changed in the digital age. This change represented the...
The purpose of this study is to demonstrate how social media might affect the present expansion of m...
The proliferation of digital media, together with increasingly mobile internet connectivity, has arg...
In today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude ...
In an interview, Paul Geddes, CEO of Direct Line outlines his thoughts on how branding has changed s...
The changes have brought us a new age – “the digital age” and this age has brought us some new chall...
The branding of a business is increasingly done through digital channels, mainly social media. In th...
In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultiv...
Book synopsis: Brand management is firmly established as a core business and marketing activity. The...
Technology is proving to be both an enabler and a disabler as far as meaningful and effective brand ...
Focusing on digital marketing brand managers have to focus on current and future customer demands an...
The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly chang...
M.A. (Strategic Communication)Abstract: The role of brands in the digital age is to innovate their b...
In recent years, an increasingly technological and digital world, with new opportunities and commu...
Purpose: The goal of this study is to see if there are any relationships between digital influencer...
The way of doing marketing has substantially changed in the digital age. This change represented the...
The purpose of this study is to demonstrate how social media might affect the present expansion of m...